According to Forrester Research, only 25% of companies will fully integrate mobile into their overall business strategies to transform their customer experience. Line that statistic up against the fact that roughly 50% of U.S. consumers expect to find the information they want or need using their mobile device, and it doesn’t compute very well. So what can you do? We recently covered the basics of mobile marketing but wanted to provide some detailed steps to put your business on the mobile map.
Step 1: Be present on mobile
The bottom line for any business is to simply be present so users can find you. You will recognize this list of ideas from our last article:
Mobile website: having a mobile responsive website is the best option. Simply put, it’s your existing site built on technology that’s smart enough to detect the type of mobile device and adapts to the best format for viewing. If your website is relatively new or updated recently, chances are the technology platform is mobile responsive.
Mobile landing page: if your website is not mobile responsive, consider building a separate landing page to accommodate users. Using a separate URL just for mobile is also common practice.
Mobile email: check your emails for readability on mobile devices. Usability varies based on your email provider and the mobile user platform like Outlook, Gmail or Yahoo.
Step 2: Make it easy
Optimize everything you can to make navigation as painless as possible:
Reduce the clutter on your website by eliminating extras, flashy effects or anything that slows the loading time
Reduce the steps it takes to interact with your site. Make ordering as simple as possible and offer alternatives such as phone-in ordering
Increase button size containing calls-to-action
Add instructional videos to replace text heavy sections. Click to read more about using tools like YouTube and Vimeo
Step 3: Build mobile into your plan
Mobile is taking over the world. Leaving it out of your marketing strategy will hurt your business in the long run.
Include mobile in your marketing and sales budget or create a separate budget just for this purpose. Put dollars aside for things like mobile apps and advertising
Verify and claim your location on map sites
Maintain your profile and presence on search sites like Yelp or TripAdvisor if applicable
Build a user-friendly purchase process with features like online or in-store purchase, mobile payments, customer service contact, appointment setting, directions to your store, and social sharing.
When it comes to mobile, just showing up makes a big difference. Take a step at a time and work toward meeting your customers where they are – on their mobile device.